Media And Public Relations Functions, And Ethical Issues In Research

Media is the necessary part of modern life and the main strength of social development as well. Thus, corporations can't shape up smoothly without media's support since media public relations is the key point of corporate external PR campaigns. With the transformation of media industry and the maturity of corporate PR system, corporate media public relations has entered a new stage after over ten years'progress.The thesis discusses media public relations, which regards media as a research object. Based on former studies, the paper focuses on the two kinds of crucial issues--how to exert its functions and scrupulously abide by ethics at the same time.Via different case studies, the thesis puts forward measures to disfunctional issues and unethical issues in corporate media public relations campaigns, and comes up for reflection and discussions about the positioning of media people and professional quality of PR people. In addition, it also discusses the trends of functional development and explores deep-rooted reasons of ethical problems.The paper also attempts to provide guidelines to corporations when framing media public relations strategy, and to afford suggestions to those corporations without any intention or practice of media public relations.